Dermal Therapy is a trusted skincare company that has spent over 30 years developing therapeutic, medical-grade formulations for a wide range of chronic and severe skin conditions. The brand specializes in high-efficacy moisturizers engineered to treat intense dryness, deep cracking, and scaling linked to various skin conditions. By utilizing active ingredients like urea and alpha hydroxy acids (AHAs), their straightforward product lineup focuses entirely on functional, clinical results to improve daily skin health and restore the skin’s natural moisture barrier.
The challenge
Making clinical credibility feel human.
Making a 30-year-old brand feel at home on social media.
Dermal Therapy came with a different kind of challenge than the typical aesthetic skincare brand that influencers are usually excited to promote. When I took over their social channels, the content and graphics felt outdated, and I felt like the brand's digital presence didn't really reflect how good the products actually were. The formulas worked, but the way they were being presented online didn't fit how people consume beauty content today.
The challenge was figuring out how to make a 30-year-old clinical skincare brand feel relevant on a platform that relies so heavily on aesthetics and personality, without trying to turn Dermal Therapy into something it wasn't.
I started by making the brand feel more human. Instead of just talking about products, I focused on building a community around the people who actually needed them. That meant interacting with creators, creating opportunities for people to try the products through giveaways or in-kind gifting opportunities, and making the content more approachable and relatable. Education was also a big part of it because the products were made for specific skin concerns, and people needed to understand what they were actually using and why it worked.
Over time, that led me towards a much more UGC-focused approach. Instead of trying to make the products look like the kind of skincare that belongs on a perfectly curated vanity, the idea was to show them being used by real people with real skin concerns and let the results speak for themselves.
Alongside the social strategy, I rebuilt the email approach around retention instead of one-off promotions and developed an influencer strategy focused on genuine skin concerns rather than generic gifting. The work helped modernize the brand's digital presence while building the kind of credibility that led to organic coverage in outlets like Toronto Star, The Kit, and Daily Hive.
The core work
How the work came together.
01
Email Marketing Overhaul
Completely revamped and designed the brand’s email marketing layouts and promotional graphics to increase customer retention and ecommerce sales.
02
Social Media & Content
Created monthly social media calendars and managed daily posting and community engagement. Handled end-to-end content creation, including graphic design, lifestyle photography, and video editing.
03
Paid Media & Giveaways
Managed targeted advertising campaigns on Meta, executed strategic post-boosting to increase content visibility, and coordinated community giveaway campaigns to rapidly grow the follower base.
04
Influencer Relations
Managed organic influencer campaigns, handling outreach, in-kind product gifting logistics, and building long-term relationships with beauty and skincare creators.
05
PR & Media Relations
Developed the PR and social media strategy, securing organic media coverage in Toronto Star, The Kit, TrendHunter, Daily Hive, VITA Daily, NICHE, Auburn Lane, and more.
Full overhaulEmail infrastructure rebuilt for retention, not just campaigns
10+Organic press placement features including Toronto Star, TrendHunter, VITA Daily, NICHE & more
Influencer collaborations
Organic influencer partnerships built around genuine skin concerns and real results, not generic product gifting.
